Mobile Leading an Email Revolution

Inbox placement
solutions provider Return Path recently conducted a study to examine the role
of mobile devices on email marketing campaigns, and what effect they may have
on the future of email.

The results of the study were released in an infographic, entitled
“Email in Motion: Mobile
is Leading the Email Revolution,” and found that 88 percent of people check
their email on a mobile phone at least once a day. It also predicts that by the
end of the year, more people will be reading emails on a mobile device than on
a desktop or webmail client.

Other noteworthy
findings include:

-85 percent of all mobile emails are read on an Apple
device

-50 percent of mobile phones in the United States
are smartphones

-In the U.K.,
38 percent of the population use smartphones; in Germany
it’s 34 percent; and in Brazil
30 percent of mobile phone owners are using smartphones

-Desktops are still the most popular tool for viewing
emails during the weekdays, but that shifts dramatically during the weekends,
when people largely prefer their mobile devices

-63 percent of American respondents and 41 percent of
Europeans said that they would close/delete an email account that was not
mobile optimized

-A paltry 2.39 percent of respondents said they would
open the same email on both a desktop and mobile device

-Over half (56 percent) of U.S. consumers said that they’ve
made at least one purchase using their smartphone as the result of a marketing
message they received in a mobile email

-Oddly enough, 48 percent of online marketers still don’t
know how many mobile subscribers they have on their email lists